Once upon a time, an organization wanted to appeal to new and existing clients, while inspiring both employees and recruits. They had an excellent product, offered quality service, and leveraged its brand power well through its public persona. The one place it hadn’t considered as part of its brand arsenal was its own workplace.
Research from employee surveys is clear: The role of a company’s brand and how it contributes to the workplace in terms of mission, values, culture, and work environment is a top factor considered by job seekers. Yet 87% of organizations cite culture and engagement as one of their top challenges. While most companies work hard to define their brand externally, it’s a mistake to neglect the environment and culture of their employees.
How can an employer leverage the workplace to highlight brand, build pride, attract future talent, and foster collaboration and engagement? What are the key factors to consider?